Check out some insights from the OMMA Metrics Conference in NYC on March 23 that give some perspective on the strengths of social media when understood and utilized correctly.

Social media varies from the traditional marketing business model because its content needs to be timely to be effective. Social media has an agile development model instead of the typical waterfall development framework. We can see how traditional lifetime value measures change when you consider which consumers are actively informing the marketplace about your brand.

In general, the customer acquisition funnel is an old paradigm of 2-3% conversion rate on average;whereas 40% of consumers shop, research and buy on different sites. That funnel is a hub that facilitates aggregate awareness, consideration and promotion. 

●     20% of total social purchase traffic usually originates from 2% of people

●     Most traffic does not come with purchase intent – 45% of it is for research purposes, 35% is for purchase, and 20% is post purchase 

●     Individuals who are acquired through shared links are 2 times as likely to buy products than the average user

It is vital to your company's social media success to stop thinking about social media as a campaign and start think about socializing your content. Focusing on the consumer life cycle by analyzing consumer behavior will be more profitable than just focusing on the campaign itself.